The competition within Google Ads in 2022 is at an all-time high. There is no time like the present to ensure you optimise your PPC campaign to drive relevant and profitable traffic to your website. With the competition in Google Search becoming greater by the day, you must have a robust PPC strategy to help you get the results you want.

What is PPC?

“PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.” – WordStream

Simply, you only pay for advertising if your advert is clicked on. It is a method of ‘buying’ visits to your site and driving organic traffic to your website.

Search engine advertising (Google Ads, Bing Ads, etc.) is one of the most favoured forms of PPC. This allows advertisers to pay for ad placement in a search engine’s sponsored links (usually the first top 3 placements or the bottom 3 placements). Your advert will show when someone searches for a keyword you are bidding on. This keyword should relate to a service or product your business offers.

Below we discuss 7 PPC best practices to consider to improve your campaigns in 2022.

1. Know Your Audience and Your Goal

This goes without saying! To carry out a successful marketing campaign, no matter the objective or type of marketing carried out, it is essential that you know who you are looking to target. This ensures you have a clear picture of what is required from you and who you are looking to engage with. When defining your audience and setting your goals, you are firming the baseline of your marketing strategy. This should be referred to and adapted throughout the duration of the live campaign. It is not a static document and needs to be updated as your campaign evolves.

Defining your strategy ensures that all of your PPC campaigns align with your brand objectives. You have a clear indication of your goals; you have a greater understanding of your target audience and the steps you need to take to reach them. Identifying your target audience is one of the most crucial steps you need to set up your PPC campaigns effectively.

2. Carry out Competitor Research and Create Competitor Strategies

Knowing what your main competitors are doing at all times gives you an advantage that cannot be overlooked.

To create PPC campaigns that stand out, you need to research what your competitors are doing and use that as a basis for your strategy. It helps you identify what is working and what to avoid. This vantage point gives you a head start when launching successful campaigns. There are several PPC competitive tools/software that provide you with a lot of data. Ahrefs is one of the best tools that provide strategic insights on keywords, ad copy and overall competitor performance.

3. Conduct Keyword Research

Various targeting options are available when creating PPC campaigns, but they mainly operate through keyword bidding. The keywords you select are utilised to trigger your adverts within your PPC campaign. It would be best to consider which keywords are relevant and which ones are not and conduct keyword research.

Google Ads and Bing Ads provide a Keyword Research tool within their platforms, which allows you to conduct keyword research. You can also use numerous tools to help you figure out the exact keywords your target audiences are searching for.

Remember that keywords don’t need to be only one word – often referred to as phrase. Phrases that contain three or more words, also known as long-tail keywords, draw in more relevant traffic for PPC campaigns since they are more specific. However, they generate fewer clicks (this is where your campaign objective comes into consideration, i.e., website purchases or brand awareness).

4. Utilise Negative Keywords

When carrying out keyword research, you are not only identifying keywords you want to target, but you also need to consider which keywords you want to add to your negative keyword list. Negative keywords are often looked over. They are keywords that prevent your advert from being triggered when searched. For example, if you want to use the keywords “Divorce Solicitors” but your brand only does not offer free services, you can add “Pro Bono, Legal Aid and Free” as negative keywords. This will prevent users looking for free legal services from seeing your ad and help you drive quality traffic to your website.

5. Always use a Call To Action (CTA)

The fundamental objective of running PPC adverts is to generate more relevant traffic to your online platform (whether website, app or online store). What you want them to do when on the website needs to be made clear.

If you want to drive more clicks, you need to directly tell people what you want them to do once they click on your advert. Are you looking to encourage your visitors to make a purchase? Download a PDF? Book an appointment? Share a link? Whatever it is, you need to include a “call to action”. Your CTAs should also be located on your website’s landing page, where visitors can easily see them.

6. Website Speed Optimisation

46.6 million internet users in the UK are daily accessing the internet. Internet user penetration rate in the UK for 2020 is 95.53%. In 2021, 86% of the UK’s online population used the Google search engine. – CyberCrew

With such a large amount of the population in the UK alone utilising the internet daily, you must have a website that loads promptly. If you have taken the time to get a relevant individual visiting your website, you want to ensure they can access it quickly and without any holdup. Online competition is rife, and website users are impatient. Visitors want access to online platforms, and they want it quickly. You can have the best PPC campaign, but if your website load speed is slow, your efforts will be fruitless. The visitor will likely abandon the search and move to a competitor’s website. Thus, losing you the opportunity to gain that online visitor as a potential client.

7. Analyse, Track, and Further Optimise PPC Campaigns

Analysing the data provided from your campaign offers you the opportunity to optimise further and refine your adverts. Even if you feel your campaigns are running at the most optimal level, there is always room for improvement.

Test, analyse and track your campaigns to see what’s working and what’s not.

Running an effective PPC campaign will take time and will require some amendments. However, once you get the hang of it, you will be able to make the most out of your PPC campaigns and get the results you have been working towards.

Specialist PPC Experts

FireTap’s PPC team are digital advertising ninjas with years of experience and in-depth understanding of building and managing successful campaigns in Google Adwords and Bing Ads.

We can help you get the most out of your advertising budget with Search, Display and Remarketing advertising campaigns to increase relevant traffic to your website.

Please get in touch by calling 020 3911 9715, emailing or fill an online enquiry form, and we will get back to you.